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II.
Target market
The target market of this theme meal were hospital
employees, interns/students, outpatients, and visitors.
Patients of the hospital would not be considered in the target
market because they are not allowed to be in the cafeteria or
purchase foods in the cafeteria. Another type of customers
that would be included in our target market are seniors who
are 60 or above and who live in this neighborhood. They can
purchase a meal card from the Food Service Department and
purchase a meal combo of one entre, dessert, and a fountain
drink for $4.
III.
Promotion
A. Advertising
Advertising for this theme meal includes a
promotional message in the e-newsletter that is e-mailed
to every employee every Monday. I wrote a short
description of the theme meal to promote for the meal and
sent it to Erik, who was one of the Sodexo retail managers
at the time. The advertisement is as follow. Please join us
for a special themed lunch as we celebrate Chinese New
2
Appetizer
Egg Roll
Soup
Asian
Vegetable
Soup
Entrees
Chinese
Spareribs
Vegetable
Fried Rice
Starch &
Vegetable
Vegetable
Chow Fun
Asian-Style
Vegetable
Action
Station
Asian
Chicken
Lettuce
Wrap
Dessert
ChocolateBanana
Wontons
Table 1. Employee and
Price
(Employe
e)
$1
Price
(Visitor)
$1.10
$1.30
$4.15
$4.90
$3.85
$4.55
$0.85
$1
$0.85
$1
$3.85
$4.55
$.50
$.50
$1.25
IV.
Staffing needs
This project will involve the regular food service staff. The
breakfast cook comes in at 4 am will be in charge of the soup
and the entrees. The Action Station cook is responsible to
prepare or cook the ingredients needed for the action station
entre. A cook who comes in at 8 am is in charge of the starch
and vegetables. The cold prep station takes the pizzas from the
freezer in the morning and the delivers the toppings for the
special pizza up to the cafeteria before lunch starts. The retail
manager is responsible for cooking them in the oven and
replenish if more are needed. Lunch starts every day at 11:30 am
to 2 pm. One P.M. grille cook is responsible for frying the egg rolls
for appetizer. I will need one cook at the Action Station, one
cook at the grill, one server at the steaming tables, one worker at
the deli station, and two workers at check out registers. I would
be the one responsible for preparing desserts.
V.
Budget
There was no budget assigned for this theme meal
because it was considered a normal weekday lunch. Special
items such as the fortune cookies were ordered along with
other groceries through Sysco.
VII.
Results
a. Objective-measurable
Units sold
In total we sold 31 units of Chinese Spareribs. The
Vegetable Chow Fun (starch) and the Asian-style Vegetable
(vegetable) were counted as the same item when customers
checked out at the registers. We sold 54 of starch/vegetable in
total. For the Vegetable Fried Rice, we sold 17 portions of that.
We sold 51 portions of Spring Rolls in total. As for the
chocolate-banana wontons, we sold approximately 25 portions
because only one register was ringing the item correctly. The
other register was ringing the wontons as fried chicken in the
system. The retail manager estimated and helped me to come
up with this number for the wontons. For the Asian Vegetable
Soup, we sold about 32 8-oz portions. Lastly we sold 34
portions of the Asian Chicken Lettuce Wrap. Table 3 lists and
compares the units sold of menu items on the day before and
the menu items on the day of the theme meal. Numbers in
red represents the higher number when comparing the day
before the theme meal and the day of the theme meal.
Item
Units sold
on the day
before
(2/11/13)
4
Item
Units sold
at theme
meal
(2/12/13)
Egg Rolls
51
Asian Chicken
Lettuce Wraps
34
Chinese
Spareribs
Vegetable Fried
Rice
Vegetable Chow
Fun and AsianStyle Vegetables
31
57 (8 oz
portions)
Asian Vegetable
Soup
32 (8 oz
portions)
Chocolate
Banana Wontons
25
Grill Special
(Jalapeno
Poppers)
Action Station
48
(Cajun Shrimp
Salad)
Entre (Asian
19
Pepper Steak)
Vegetable Pasta 10
Starch and
Vegetable (Rice
and Collard
Greens)
Soups (Chicken
Rice and Cream
of Broccoli)
Dessert
(Cobbler)
39
Table
3.
17
54
Comparison of units sold on the day before and theme meal day.
Revenue or profit
10
Item
# Sold
Cost per
portion
Price per
portion
Sales
Grill Special
(Jalapeno Poppers)
$1.07
$3.60
$14.40
Action Station
(Cajun Shrimp
Salad)
48
$2.22
$4.01
$192.48
Entre (Asian
Pepper Steak)
19
$1.91
$3.63
$68.97
Vegetable Pasta
10
$.55
$3.60
$36.00
Starch and
Vegetable (Rice
and Collard
Greens)
39
Rice $.04
Collard
greens
$.16
$.80
$31.2
Soups (Chicken
Rice and Cream of
Broccoli)
57 (8 oz
portions
)- (115)
Cream of
Broccoli
$.30
Chicken
Rice $.35
$.75
$42.75
Dessert (Cobbler)
$.30
$1.34
$12.06
Total
Table 4. Sales on February 11, 2013.
Item
Grill Special (Jalapeno
Poppers)
Action Station (Cajun
Shrimp Salad)
Entre (Asian Pepper
Steak)
Vegetable Pasta
Starch and Vegetable
(Rice and Collard
Greens)
Soups (Chicken Rice
and Cream of
Broccoli)
Dessert (Cobbler)
$397.86
Profit
$10.12
$1.79
$85.92
$1.72
$32.68
$3.05
Rice $.76
Collard Greens $.64
$30.50
Rice
$14.82
Collard Greens
$12.48
Cream of Broccoli $.45 Cream of
Chicken Rice $.40
Broccoli $12.82
Chicken Rice
$11.40
$1.04
$9.36
11
Total
$220.10
Table 5. Profit based on food cost alone for February 11,
2013.
Item
# Sold
Cost per
portion
Price per
portion
Sales
Egg Rolls
51
$.50
$.98
$49.98
Asian Chicken
Lettuce Wraps
34
$1.41
$3.66
$124.44
Chinese Spareribs
31
$.82
$4.44
$137.64
Vegetable Fried
Rice
17
$.34 per
8 ounces
$.28 per
4 ounces
$3.60
$61.20
Vegetable Chow
Fun and Asianstyle Vegetables
54
Veg
Chow
Fun $.54
per 3
ounce
noodles
Asian
Style Veg
$.67
$.79
$42.66
Asian Vegetable
Soup
32 (8 oz
portions
) (64)
$.48
$.74
$23.68
Chocolate-Banana
Wontons
25
$.09
$.47
$11.75
Total
$451.35
Table 6. Sales on February 12, 2013 (Theme Meal Day).
Item
Egg Rolls
Asian Chicken Lettuce
Wraps
Chinese Spareribs
Vegetable Fried Rice
Total Profit
$24.48
$76.5
$3.62
$3.26 per 8 ounces
$112.22
$55.42
12
$6.75
$3.24
$.26
$.38
$8.32
$9.5
$296.43
cost alone for Theme Meal
a. Number of patrons
Customer count for the Theme Meal was 383.
Comparing to lunch on Monday, which was 342, it
was slightly higher. There are factors that may have
affected the customer count for February 12th such as
a new staff orientation that was taking place on that
day. The dining room was more packed than usual as
well because the physicians dining lounge were
going under construction. Customer count for the
entire day of February 12th was 712 while it was 691
on Monday. The customer count for the entire day
was one of the highest numbers in 6 months.
b. Subjective
a. Customer feedback
I gave out 50 surveys and received 43 back.
Some customers were hospital staff such as residents
or nurses. Customer feedbacks for this theme meal
were generally positive. When asked what other
theme meals they would like to see offered, some of
the following were suggested: Mexican/Hispanic,
holiday celebrations, vegetarian, Italian, Jamaican,
Indian, Cajun/Creole, Greek, Caribbean/Island, Luau,
Spanish, BBQ, Thai, soul food, etc. Of those themes,
Mexican, Soul Food and Italian were the most
popular. Six customers suggested Mexican, five wrote
soul food as their choice or one of their choices,
and four customers suggested Italian. The table in
the appendices shows the number of votes for each
theme meal. Some customers listed several themes
therefore these numbers do not represent all
customers who gave suggestions for theme meals.
13
14
Discussion of results
a. Actual
Financial Aspect
Table 3 compares units of meal items sold on the day
before and on the day of the theme meal. Meal items are all
comparable to each other. In general we sold more units of
comparable meal items on the day of the theme meal than on
the day before. We only sold more units of the action station
entre and the soups on February 11th. For example, we sold
51 portions of egg rolls, which is more than number of units
sold of Jalapeno Poppers on the day before.
In terms of sales, which are determined by multiplying the
number of menu items sold by price per portion, they were
higher on the day of the theme meal. Same as units of items
sold, sales for most menu items were also higher on the
theme meal day except for the Action Station entre and the
soups. The total sale on the day of the theme meal was
$451.35 and the total sale on February 11 was only $397.86.
The total sale on the day of the theme meal was about 13%
higher than the day before and this could mean that theme
meals could bring in higher sales.
Profit is determined by multiplying the number of units sold
by the profit per portion. This number is determined by
calculating the difference between price per portion and cost
per portion. This number is based on food cost alone because
costs on other expenses (labor costs, utilities costs, etc) were
not readily available. Profit was higher on the day of the
theme meal and it was $296.43, comparing to the profit on
February 11, which was only $220.10. The profit on the day of
the theme meal was about 35% higher on the day of the
theme meal and this could imply that the theme meal was
successful in bringing in higher profits.
Lastly, we had a higher customer count for lunch on the
day of the theme meal. The number of patrons was retrieved
from the electronic register system, which records numbers of
patrons for breakfast, lunch and dinner. The customer count
for lunch on the day of the theme meal was 383 and the
customer count on the day before that was 342. This implies
15
Conclusions/ recommendations
In conclusion the theme meal was a success. Personally I
thought it was successful in attracting customers to the
cafeteria even though I did not see many customers
purchasing the special theme meals. I think in the future the
food service department should consider hosting more theme
meals because this theme meal was successful in attracting
customers and increase sales in general. From the customers
feedback it was evident that they enjoy theme meals and
special celebrations. Even if customers came in and did not
end up purchasing the special entrees or meal items for the
theme meal, it still helped to increase sales because these
customers would end up buying something else from the
cafeteria, be it a sandwich, salad, wrap, yogurt parfait, etc.
For future recommendations I would suggest themes such
as Mexican, soul food, or Italian since customers seem to like
17
18
Appendix
Retail
Theme
Meal
Survey.
Mexican
Soul Food
Italian
Thai
Holiday
Indian
Greek
Caribbean
6
5
4
2
2
2
2
2
19
Items
Overall
Hot entre
Vegetable
Starch
Dessert
Portion
Size
Taste of
food
Quality of
food
Appearanc
e of food
Temp of
food
More
themed
meals?
3+4+5
(Neutral+
satisfied+
extremely
satisfied)
30%
83%
75%
77%
63%
79%
1+2 (Not
at all
satisfied+
not
satisfied)
0%
0%
0%
0%
8%
4%
N/A (Not
applicable
)
78%
4%
6%
78%
4%
6%
85%
0%
2%
79%
2%
6%
81%
0%
6%
57%
4%
12%
10%
16%
4%
20